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Throughout the 1980s and 1990s, the wine industry leveraged various marketing strategies, suggesting moderate alcohol consumption was beneficial to health. The infamous "French Paradox" propelled the notion that a little wine can be good for one’s health. By 2016, millennials began to dominate the wine-drinking demographic, contributing to an impressive average consumption of two cases per person per year. However, this trend has drastically declined since then.
Factors Contributing to the Decline
Several interrelated factors have fueled this downward trend in wine consumption: